Generally expressed in words or pictures to describe the product concept. Usually a complete product concept consists of four parts:
①Consumer insight: from the consumer's point of view to put forward the relevant issues of concern in their hearts;
②Promise of benefits: to explain what benefits the product can provide for the consumer;
③Supporting points: to explain what features of the product is how to solve the problems raised in the consumer insight;
4 Summarize: express the essence of the above three points in general terms (preferably in one sentence).
The product concept requires that the product presentation to the consumer can be clear enough and attractive enough to the consumer!
2, the narrow concept of the product: the item being produced; ssq
The broad concept of the product: the carrier that can satisfy people's needs.
The following four product categories are commonly used:
- Services are usually intangible, and are the result of activities in contact between the supplier (organizations and individuals who provide the product) and the customer (organizations and individuals who receive the product), as well as activities within the supplier, to satisfy the customer's needs and are at least as important as those required for the contact between the supplier and the customer. The result of at least one activity that needs to be accomplished at the point of contact between the supplier and the customer. Examples include medical care, transportation, consulting, finance and trade, tourism, education, etc. The provision of services may involve: activities performed on tangible products provided to the customer (e.g., repaired automobiles); activities performed on intangible products provided to the customer (e.g., income statements required for the preparation of tax returns); delivery of intangible products (e.g., the provision of information for the transfer of knowledge); and creation of an atmosphere for the customer (e.g., in hotels and restaurants). Service characteristics include: security, confidentiality, environmental comfort, credit, civility, and waiting time.
--Software consists of information, an intellectual creation consisting of information expressed through a supporting medium, usually an intangible product, and can exist in the form of a method, record, or program. Examples include computer programs, dictionaries, and information records.
- Hardware Hardware is usually a tangible product, a discontinuous product with a specific shape. Such as televisions, components, buildings, mechanical parts, etc., the amount of which has the characteristic of counting and is often described in terms of counting characteristics.
--Process materialsProcess materials are usually tangible products, which are tangible products that transform raw materials into a particular state, which may be fluid, gas, granular, or ribbon. Such as lubricating oil, cloth, the amount of which has a continuous character, often described in terms of metrological properties.
Products can be categorized into means of production and means of consumption according to their uses; according to the different sectors of material production in which they are produced, they can be categorized as industrial products, agricultural products, products of the construction industry, and so on. Products within each sector can also be categorized: such as industrial products can be divided into heavy industry products and light industry products; heavy industry products can be divided into metallurgical products, machinery products, chemical products and so on. Products within each sector can be further subdivided. Various departments of the production unit of the product, can also be classified from all different angles, such as its quality can be divided into qualified products, inferior products, waste products, etc.; according to the status of the product in the production of enterprises can be divided into the main products and secondary products; according to the degree of perfection of the product can be divided into the trial production of new products, undefined products, finalized products, standardized products, and so on.
A product can be composed of two or more different categories of products, product categories (services, software, hardware or process materials) depends on the distinction between the dominant component. For example, the externally supplied product "automobile" is composed of hardware (e.g., tires), process materials (e.g., fuel, coolant), software (e.g., engine control software, driver's manuals), and services (e.g., operating instructions given by a salesperson). Hardware and process materials are often referred to as goods. Whether it is called hardware or service depends largely on the dominant component of the product. For example, a passenger airline primarily provides air transportation for passengers, but also provides hardware such as snacks and beverages during the flight.
Quality assurance focuses primarily on the intended product. This definition illustrates that product is a broad concept that can be either the final product delivered to the customer or the semi-finished and purchased parts of the production process. Quality management is concerned with the expected products, non-expected products is the production of expected products in the process, accompanied by the production of waste liquids, waste gas, waste materials and other substances, may cause environmental pollution, does not belong to the scope of quality management, it belongs to the scope of environmental management system.
The "whole concept" of the product - any tangible goods and intangible services that people provide to the market to meet certain needs of consumers or users.
Social needs are constantly changing, so the varieties, specifications and styles of products will change accordingly. The continuous emergence of new products, the continuous improvement of product quality, the continuous increase in the number of products is a significant feature of the economic development of modern society.